Social Media Cs
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Social Media Cs

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Be Social: How brands are leveraging social media for competitive advantage.

Be Social: How brands are leveraging social media for competitive advantage.

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  • 1. Social Media Case Study Workbook 1
  • 2. Pepsi Refresh Project: cause marketing magnified and socialized Objective To connect with their audience bbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbb Activity Overview • Year-long marketing effort that Pepsi will support that applies grants from $5,000-$250,000 to one of six areas: health, arts and culture, food and shelter, the planet, neighborhoods and education for a total of $20MM distributed. • Fully integrated program, but launch was done exclusively with social media/online support. • About finding the most innovative, refreshing IDEAS not necessarily cause. Sucess/Metrics • 840MMM online edit impressions. • 45MM blog impressions, 70MM tweets. • #pepsirefresh trended on twitter during the Super bowl without running an ad. • 2
  • 3. The Nike+ experiment: how the shoe giant unleashed the power of personal metrics Objective To sell runners a product that would tell them how far and fast they had run. Activity Overview Sucess/Metrics • By combining a dead-simple way to amass data with tools to use and share it, Nike has attracted the largest community of runners ever assembled— more than 1.2 million runners who have collectively tracked more than 130 million miles and burned more than 13 billion calories. • After five runs, consumers are hooked on what their data tells them about themselves. • Nike has done more than create a successful product; it has fundamentally changed the way more than a million people think about exercise. 3
  • 4. Best Buy goes all Twitter crazy with Twelpforce and humanizes the organization Objective To let customers know all that Best Buy knows as fast as they know it. Activity Overview • Best Buy employees go to http://search.twitter.com and search for questions customers have. • It all starts with a simple post- yoshimac tweets: “need to buy a new tv for bedroom so i can watch what i want no desprate housewifes blaaaaaaaaaaaaaa” • Best Buy employee responds: @yoshimac “If you need some help figuring what to get, let me know. I work at Best Buy in the Home Theater Dept and could give you some opinions. If not, thats cool too.” Sucess/Metrics • As of 1/11/09, @twelpforce has provided over 19,500 answers to customer inquiries. • They've had a tremendous response from employees as well, with over 2,300 signed up to answer questions. 4
  • 5. Whole Foods: one company, 200 Facebook fan pages Objective To provide a platform that allows the community to interact with their local Whole Foods. Activity Overview • Whole foods interacts with consumers and provides them with relevant content. • Each page is managed at the store level. Stores are given a guide to know what is appropriate to post. • Example of a FB post-tree: Mondays: Special recipes Tuesdays: Tips on how to stay healthy with your food Wednesdays: Career opportunities etc… Sucess/Metrics • Amazing engagement: more than 100,000 fans on Facebook. • Some super stories: Whole Foods Market Mountain Brook, AL has 2,190 fans. • Videos featuring local employees add humanization and authenticity to the brand. 5
  • 6. My Starbucks Idea: how Starbucks leverages the crowd Objective To provide a interactive platform that allows the community to share,vote, discuss and see what’s going on at Starbucks. Activity Overview • Customers sign in to mystarbucksidea.com and post a comment. • Comments are broken down into product, experience or involvement ideas. • Customers vote the ideas up or down. • Starbucks idea partners listen online to your ideas, ask questions, tell you what we're doing behind the scenes and make sure things run smoothly. Sucess/Metrics • Since inception, My Starbucks Idea has generated 88,272 customer-driven ideas for starbucks. • Customers asked for more locations where they could use their mobile device to pay. On April 1, 2010 Starbucks announced that the card was now good at all Target stores in the U.S. • The crowd saves Starbucks time and money. • My Starbucks Idea builds relationships and loyalty. Consumers feel connected and important. 6
  • 7. Dunkin’ Donuts ties the offline brand experience with the online social media promotion Objective To build massive brand loyalty and enhance the offline brand experience. Activity Overview • Dunkin’ Donuts has done a great job building out its Facebook presence and separating itself from the competition. • Has "fan of the week," where it highlights that fan in its Facebook profile picture. • Introduced “Maurice” the talking coffee bean to entertain. • Fans celebrate promotions that are going on in the different tabs. - Keep It Coolatta Promotion - Design their own donut (leading to hundreds of thousands of likes and comments by fans). - Fans upload photos taken in stores or with Dunkin' Donuts products. Sucess/Metrics • Gathered over 1.3 million brand fans on Facebook. • Customers are actively engaged with the brand. • The crowd saves Dunkin’ Donuts time and money by promoting its products. • Social media extends and reinforces other traditional marketing efforts. 7
  • 8. Foursquare: The Wynn Las Vegas’ unique approach to top notch service Objective To compliment and improve the overall service provided by the hotel. Activity Overview • Foursquare guests get perks. • Exclusive tips, facts and stories are seeded in various locations throughout the hotel. • Specials prompt checked-in guests with exclusive opportunities, like a glass of champagne at the Blush Boutique nightclub on the house • The hotel goes above and beyond to cater to the wishes of guests who express their needs publicly via Foursquare but not directly to the hotel. Sucess/Metrics • Foursquare allows The Wynn to better achieve its brand objective: catering to guests with refined interests. • Customer response has been positive. • Senior management plans to use the metrics to service and learn more about its guests. 8
  • 9. Jetblue uses Twitter to take care of customers. Objective To get closer to customers in environments they are comfortable with. Activity Overview • Someone is dedicated to monitoring and responding to what’s being said about JetBlue in the twittersphere. • Twitter offers a more immediate and casual approach and conversation than other more conventional methods. Sucess/Metrics • 1.6 million Twitter followers. • 116,675 customers being followed by Twitter. • Near instant response to customer issues. • 2009 recipient of “Highest in Customer Satisfaction Among Low-Cost Carriers in North America" by J.D. Power and Associates. • Has resulted in massive WOM praise for the brand. 9